Out of Mortierbrigade, Belgium for Levi's.

Is it an installation? A commercial? A poster? Guerilla marketing? Branded content?

Yes. Brilliant.

Say anything one thing well.

So the boy puts his mind, heart, soul, heck, even his sweet trench coat into winning the girl over. Then he never calls her back? He doesn't text her? He doesn't even poke her on facebook? No. Of course not. He'd call, text, tweet, ichat, skype, google wave, iphone bump, pony express and every other possible method to remind her of how cool he is - so he can get laid.

This common sense thinkery should apply to advertising. Brands implicitly want to get into our pants - to get to our pocket books. In order to do so, brands should look for ways to woo us. But most just have one-liners, like a Superbowl spot. Yet we rarely fall for one-liners, do we? The great ones, the Llyold Dobbler of brands, they know what we like and follow through by showing us when we least expect it. Great brands remind us, again and again, of why we like them.

At the end of the year, Heineken in Amsterdam put the famous Walk-in Fridge commercial on air once more. At the same time, they created a little mystery by putting huge Walk-in Fridge boxes on the streets of Amsterdam on garbage day, to imply that the huge fridge was actually for sale and that people were actually buying it.

Oh Heineken, hehe, you shouldn't have...